YouTube is introducing Audio Ads. Audio Ads is an audio-first ad format designed to connect brands with audiences using YouTube for their audio needs.
While a still image is displayed on the screen a voiceover will deliver an ad. During testing, YouTube found that more than 75% of measured audio ad campaigns drove a significant lift in brand awareness.
Audio ads are now in the beta stage and available in auction on Google Ads and Display & Video 360 on a CPM basis. The new campaigns offer advertisers the same audience targeting options, bidding strategies and Brand Lift measurement capabilities as YouTube video campaigns.
While this type of advertising is a first for the company, YouTube has long been a source for user's audio needs. And as consumption of digital audio media continues to grow this type of advertising is a good match.
Group Product Manager of YouTube Ads Melissa Hsieh Nikolic said “Whether it’s to squeeze in a living room workout before dinner, catch up on a podcast or listen to a virtual concert on a Friday night, people are turning to YouTube as they spend more time at home."
💡It makes sense. Music streaming is at an all-time high. YouTube reports that 57 out of the top 100 searches are music-related. Each year the top YouTube search results are dominated by artists, bands and songs.